An Empirical Study on the Factors Influencing Consumers’ Impulse Buying Behavior and Analyzing Consumer Satisfaction towards

Reliance Fresh Store, Gopobondhu Square, Bhubaneswar

Submitted by:

RISHABH MAITY

(BIM 0914 BM 008)

1

Objective Of The Study

2

Impulse Buying Concept

3

Research Methodology

4

How many times in the past you have noticed impulse purchase behavior within you?

1 2 3 4 More than 419 14 32 71 164

5

Are you satisfied with your latest impulse behavior?

Yes No Maybe186 73 41

6

The brand of product on each unplanned purchase is

New Brand Familiar Brand Do not Know239 56 5

7

The products that you have purchased through impulse purchasingChocolate

sShaving needs

Frozen desserts

Skin care product

Food items

Nonfood items

181 61 162 49 86 103

8

Ratings of External Stimuli

9

Ratings of Internal Stimuli

10

Ratings of Environmental Stimuli

11

Consumer Satisfaction vs. Average Monthly Expenditure

12

Age of Consumers vs. Average Monthly Expenditure

13

Gender vs. No of Times of Impulse Buying

14

Hypothesis Testing

15

Stimuli Chi Square Value

Critical Value @ 5% Significance Level

Psychological 44.06 11.07 YAmbience 55.23 9.48 Y

Price 73.93 9.48 YService Quality 4.76 9.48 N

Merchandize Display 88.67 9.48 YPromotional Schemes 168.23 9.48 Y

Need 8.47 9.48 NDesire 3.46 9.48 N

Curiosity 81.47 9.48 YTV Advertisements 152.37 9.48 Y

Visual Merchandising 196.4 9.48 YInternet 219.2 9.48 YFamily 179 9.48 Y

Regression Analysis

16

Consumer Satisfacti

on

Mean Monthly

Expenditure

55662.28070

2

44994.50549

5

33371.21212

1

2 3220

1 812.5

17

18

x Mean x y Mean y

x - mean x

y - mean y(x - mean x) X (y - mean

y)

(x - mean

x)2

5

3 

5662.280702

3612.099664 

2 2050.181038

4100.362076 4

4 4994.505495 1 1382.40583

11382.40583

1 1

3 3371.212121 0 -

240.887543 0 0

2 3220 -1 -392.099664 392.099664 1

1812.5

-2-

2799.599664

5599.199328 4

        SUM=11474.0669

SUM=10y = 1147.40669 x + 169.879594

LINE OF GOOD FIT

19

Consumer Satisfactio

n

Mean Monthly

Expenditure

55906.91304

4

44759.50635

4

33612.09966

4

22464.69297

4

11317.28628

4

20

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FINDINGS

1. 55% of people have noticed impulse buying behavior for more than 4 times within them in the past.

2. 62% of the customers are satisfied with their latest impulse behavior.

3. 80% of people go for new brands in impulse buying.4. Chocolates and frozen desserts are the highest selling items due

to impulse buying.5. Promotional schemes play the highest role in impulse buying of

the customers.6. Internet and advertisements play the highest role in impulse

buying of the customers. 22

CONCLUSION From the research work it can be concluded that the customers

really go through the impulse buying behavior in a great extent and they are somehow satisfied with their shopping characteristics.

There are various factors which influence their impulse buying behavior and can trigger the impulse buying behavior.

So if they become more satisfied they will increase the expenditure which will trigger more revenue. So the factors play a major active role in impulse buying behavior and also passively in the revenue generation

The findings of the research are useful for the retailer and the strategy makers to improve their merchandise assortment and shopping environment, including the various factors which trigger impulse buying behavior among the consumers and also trigger the revenue generation.

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